Crisis communications
4 likes1,708 views
This document provides guidance on effective crisis communication. It emphasizes the importance of being prepared for a crisis before it occurs. It outlines five key steps: 1) Be prepared by designating a crisis team and identifying potential risks and responses. 2) Listen to social media and traditional outlets to monitor sentiment. 3) Respond with empathy and own any problems. 4) Overcommunicate your message through various channels. 5) Maintain relationships and communities to have support when needed. It warns that a crisis can escalate quickly online, so listening and responding rapidly is important to manage the situation. Being prepared is presented as the best insurance against an effective crisis response.
Crisis communications
- 1. Danger Will Robinson! How to plan for the crisis you dont see coming
- 2. Theres an accident on your job site. Do you know the answer to these questions? ~ Who is your first call? ~ Where do you need to go? ~ Where is the list of media and social media to monitor? ~ Who is doing the monitoring? ~ Which reporter should you call first? Should you talk to anyone first?
- 3. You never want this
- 4. 5 must dos for effective crisis communication 1. Be prepared 2. Listen, monitor and interpret 3. Be human & humane 4. Over communicate 5. Create relationships & communities
- 5. 48 hours? Think 48 seconds.
- 6. Its all about being prepared!
- 7. Crisis communication plan The insurance you never want to use
- 8. Not the same game anymore
- 9. The speed of 1982 Took a week to tie deaths to Tylenol Market share went from 37% to 7% Recalled 31 million bottles ($100 million) Pulled all advertising Several months later, introduced the triple seal tamper resistant packaging
- 10. Not the same game anymore
- 11. News of the trainers death broke minutes after it happened
- 12. Video of the tragedy was uploaded within minutes
- 13. The speed of 2010 In less than a minute, the news of the tragedy was on Twitter, followed shortly by Facebook Video of the actual event was on YouTube the same day Reporters were on the scene within the hour Witnesses were interviewed on web within the hour VP & General Manager statement within hours
- 14. You cant prepare once it starts Designate a crisis team (from all necessary disciplines). Identify biggest risks (financial news, accident, scandal, layoff, recall) Create flow chart to map out response if/when something happens. Define preventative measures needed. Pre-create tools (media lists, call lists, etc.) Create a dark website to be launched at the time of any crisis.
- 15. Great tool outlining how the the Air Force responds in a crisis. Use it as a template.
- 16. Listen, monitor & interpret
- 17. Just because youre paranoid doesnt mean they arent out to get you.
- 18. The Kryptonite locks can be opened by a bic pen situation
- 20. Traditional media picks up story
- 21. Source: Fortune
- 22. Two thirds of all reporters say they use blogs as story generators
- 23. You must listen and be ready to react Identify listening tools (range from Google Alerts to tools like Radian6) Identify trends, news, key phrases etc. to monitor. Not an interns job they have to be able to interpret. Measure mentions (not just quantity but sentiment) Respond when the fire is just a spark (according to your plan) Weave results reporting into C-level routine.
- 24. Be human and be humane
- 25. One sentence ruined him. BP CEO Tony Hayward
- 27. Show your human side Showing your human side does not mean lose control. Know legally what you can and cannot say. Own the problem. No buck passing. Say Were sorry in the more clear way you can. Go beyond now Have the right person (usually CEO) front and center. Be specific about next steps.
- 28. Over communicate
- 29. Over communicate in crisisbut do it in deed more than words. ~ Jack Welch
- 31. Deny, deny is rarely the right answer Steve Mendell, CEO of Westland/Hallmark
- 32. Didnt respond immediately (ostrich thinking) Stock prices dropped 10% Pizza home delivery sales tanked Eventually released their own video Prosecuted the two people in the video Talked about it until we were tired of it
- 33. Master the 3 ICs Internal communication Intentional conversations Instant communication
- 34. Over communicate Do not wait. Be transparent. Tell the whole truth. Build message hierarchies so key messages are delivered every time. Do not dodge questions or online comments. Be confident. Look them right in the eye. Speak in sound bytes.
- 35. Create relationships and communities
- 36. In your corner before you need them
- 38. Train derailment in KY Had to create media relationships Ran to the crisis offered $ to anyone who was inconvenienced Announced new safety measures as a result Reputation and relationships are stronger than ever
- 40. Sequence of events Greenpeace releases fake Kit-Kat and it goes viral Nestle fights back by chasing after the video and trying to censor it Greenpeace moves the fight to Nestles Facebook page Nestles Facebook team responds to criticism on their wall by threatening to delete comments left by individuals using modified versions of their corporate logo as avatars, which only adds fuel to the fire. The campaign, initially managed by Greenpeace, moves into the mainstream as environmentally- conscious Facebook users join the anti-Nestle crowd.
- 43. What to do if they come knocking Be very present. Gain control of the conversation. Introduce yourself be a person/role not an impersonal company. Welcome comments, even encourage them. Invite your fans into the conversation. Create a discussions page (get it off your main stage) Dont get defensive. The calmer you stay, the more irrational they look. Actually listen for some middle ground. Ask for suggestions. Follow through.
- 44. Build connectionshopefully before you need them Know the reporters and high authority bloggers in your space. Bulletproof your brand by creating real conversations now. Hang in there when the waters get rocky. Invite others into the conversation. Recognize that social media is mainstream now.
- 45. 5 must dos for effective crisis communication 1. Be prepared 2. Listen, monitor and interpret 3. Be human & humane 4. Over communicate 5. Create relationships & communities
- 47. Drew McLellan drew@mclellanmarketing.com Copyright 2011. All rights reserved. McLellan Marketing Group